I dislike persons putting out information like this with out remotely considering individual particulars--even with the approximate 12% he may suggest, as it does not take into account the specific physique starting point of the individual and other variables that may have to be considered:

Blanket the masses with BS, and in the hopes to snag a few ignorant peeps (in other words not having an educated eye when they read or receive material) to bring in a few clients to make money. Period.

For example: What if one individual is skinny-fat? He has 12 percent BF, but very little skeletal muscle and is rather boney? Sure, not everyone is out to be huge, but adding in a few extra pounds of muscle on a already boney frame, will look better when the person leans out and wants to get ripped.
Couple of other issues:

No mention on how to determine your calories needs in which leads to setting up the deficit amount.

ECA stack isn't required to get ripped (I did it, and maintain it, without it)

Cardiovascular activity in some cases are not required, although may be optimal for some that respond rather well to it.

No mention of protein, and most in the know would agree that if you are calorie deficit, protein does become in a higher degree of importance due to the specific negatives of calorie deficit (dependent)